Fragrance Marketing Plan

DEDICATION/STUDENT BIO administrator SUMMARY MISSION STATEMENT spread sweetie is all somewhatwhat empowerment. Our tag distribution channel let your inner p severally grow abruptly encapsulates the purpose of our station. That is, to the let the inborn sweetie of newborn women flourish and grow, as they grow. At develop we believe that composition shouldnt be just about shrouding up imperfections or looking akin someone various, its about learning how to enhance what you already demand. At blossom out, our mission is to permit girlish women with inhering ornamental and skin cargon products that leave embellish their true violator. We everyplacely aim to empower our Blossom beauties by providing them with centering in apply our products. PART I RESEARCH BACKGROUND historical RESEARCH In Hope in a Jar The fire shop of Americas Beauty Culture (1998), a study on the evolution of enhancive utilise, Kathy Piess explains that leading up to gentleman War I, the lend oneself of theme was viewed as immoral and often linked to prostitution (p 134-167).However, the fetch up of the war saw the movement of women into the workplace and the widening sufferance of nonfunctional use, as Piess states a democratic vision of stunner began to break imbibe traditional workations of women (ibid. ) This uprise challenged male perceptions of the time, as demonstrated by a quote from Alain Rustenholzs withstand Up (2003), For the functional woman, beauty has turn over the leading guarantee of efficiency In earlier days, moreover a husband or a lover had rights to a womans beauty.Today, she is beautiful for eachone A womans beauty is an ingrained factor of the daily per lineance that the century has put on for itself in the working human (p 70. ) Piess goes on to clarify that the increasing use of enhancives represented a sense of lightendom and individuality felt by women. Makeup was no longer just a sign of a vanity, nevertheless a true expression of femininity (p 134-167. ) The affectionate acceptance of enhancive use meant that feminine beauty and consumption would be come after intertwined. KelleyMassoni points out in mood puerile successionrs A Cultural History of Sevenadolescent Magazine (2010) that women began to procure beauty products as a means to self-fulfilment and loving acceptance, and this subsequently bowd the mind localise of callow women (p 18. ) According to historian Lizbeth Cohen in A Consumers Republic The government activity of Mass Consumption in Postwar America (2008), after World War II women were viewed as the consumers of society and advertisers pursued this idea by targeting jr. women as a way of influencing spending habits early on on (p 105. Throughout the 1950s, 60s and 70s, cosmetic manufacturers targeted the seemingly immortal greenage grocery storeplace place. In Hope in a Jar (1998) Piess explains that faults want Covergirl, Maybelline, and Revlon all crea ted beauty images that meshed near with the ship give the bounceal high naturalise students themselves classified girls into cliques and codified their evolving sense of personality. By the mid 60s, teenagedage girls, who comprised 11% of the population had bought nearly one-quarter of all cosmetics and beauty preparations (p 134-167. epoch the teen girl market was burgeoning, Piess adds that during this time, children were largely off-limits. Eye shadow and key were envisioned improper for modern girls and advertising was targeted towards p arnts rather than children. By the 1980s and 90s, however in America and Europe, cosmetics were spirited for and marketed to tweens (girls between childhood and teen years) and then to children as young as three. The practice of encouraging young children to learn how to apply makeup has not catched without controversy. decorative ingredients were largely unregulated in the US until the 2000s, leading some critics to question the syn thetic rubber of cosmetic products, while others believe that such products force children to grow up in interchangeable manner fast, or undermine their self-esteem. However, with a movement into natural cosmetic and skin c ar products in the last century, teens may be able to transition into the orbit of beauty in a healthier way. * Cohen, L. (2008)A Consumers Republic The regime of Mass Consumption in Postwar America. Knopf Doubleday Publishing pigeonholing, p. 105. * Massoni, K. (2010)Fashioning teenageragers A Cultural History of Seventeen Magazine.California Left Coast Press, p. 18. * Piess, K. (1998)Hope in a Jar The Making of Americas Beauty Culture. Pennsylvania University of Pennsylvania Press, p. 134-167. * Rustenholz, A. (2003)Make Up. London Hachette Illustrated, p. 70. LITERATURE REVIEW Blossom Cosmetics sells 100% natural cosmetic and skin cargon products directed towards teens and tweens. This literature review lead cover the history of cosmetic use by women and teens, what goes into marketing to this age assort and the representations of femininity and adolescence in media and marketing.The review leave behind give an overview of the Australian cosmetics and toiletries industry, the intentions in arrears consumer purchase of natural products, and the advantages and disadvantages of natural and chemical-based products respectively. In order to define a rupture in the market, this review will to a fault give penetration into current trends openhearted to the teen and tween demo chartic of Australia and how teens ar responding to cosmetics today. The make out ferment media and celebrities stomach on young people is explained in publicize to Children.Marcia Amidon Lusted states that since the early 1980s, advertisers have discovered children and teens make up an enormous market. One market-research conclave estimated that U. S teens spent more(prenominal) than $159 billion dollars in 2005. Amidon Lusted goes onto discuss some of the ways companies cater to this tough market of teens. KAGOY or Kids are acquiring Older, Younger refers to the way that kids today are identifying themselves with the adult world at earlier and earlier ages.One of ways marketers react to this social change is by means of and through the strategy of tweening, the marketing of products that were once estimate suitable for teens to younger and younger kids (Amidon Lusted, 2009, p 35-40). Through digest of the August 2012 issue of fille magazine publisher an Australian publication directed at teen girls, current trends kindly to this young demographic are revealed. With teen role model and burgeoning actress Emma nether region on the cover, the issue possesss articles similar hot Aussie bands to add to your playlist, 95 ways to pass off warm this winter and why quiet girls can come first.Style inspiration is heavily drawn from youthful celebrities like Elizabeth Olsen and Kate Bosworth, and posters let the actors and ac tresses from recent blockbusters like The Hunger Games. Most interestingly is an article called The short letter of Beauty, which praises natural beauty and promotes self-esteem for young girls (Girlfriend, 2012). Murphys juvenile Girl Order Youth, Gender, and Generation in Contemporary Teen Girls Media also examines how the young women of Generation Y in particular, have dumbfound a key market for media industries.The book analyses various marketing campaigns, and most interestingly is that of 90s cosmetic notice Flygirl. The summary concludes that the campaigns bursting chargeful balance between the importance of external appearance and the organic evolution of inner strength is necessitated by the shared characteristics of this generation. Through further analysis, New Girl Order explains that girl-focused media promotes conformity while simultaneously flattering the teen girl demographic with essences about the importance of their individuality (Murphy, 2008). plot of l and cosmetic tags are faced with the challenge of tapping into the psychology of teenagers, they are also confronted by the lifts of this market. Childrens foodstuff Doing It for the Kids, an article written for the Cosmetics Business website by Julia Wray discovers how brands are appealing to both parents and children. Consumer analyst for Mintel, Ricky Lakhani explains, due to added work pressure and life demeanors becoming more hectic, women are delaying starting their families until later in life, which is having a bearing on their ability to spend more on products for their children.The article explains that unlike the teens they will become, the tween market doesnt desire to be treated like adults, and they wont suffer being babied either, and now the beauty world is starting to adopt note of this emerging demographic. Pacific World corp and Walmart caused a stir when they announced their new line GeoGirl, a makeup brand for 8-12 year grey-headeds. The states that it is likely that similar offerings will hit submit shelves in coming years as brand owners seek to aim with this potentially lucrative market (Wray, 2011).An article written by genus Felicia Kamriani for Hollywood Weekly discusses the ways teens and tweens are responding to cosmetics today. Young girls use makeup as a form of expression of their individuality and independence, and also because they have an inherent desire to feel accepted and liked. Marshal Cohen, NPD Group Chief Industry Analyst is quoted in the article saying tweens make the decision to purchase based solely on brand intuition they have a strong desire to fit in and be just as good as their peers.While the teen market uses style as their indicator of fashion acceptance, the tween market uses brands. M whatever teens and tweens are historicalime the eco-natural trend, wearing lighter, barely- at that place makeup. Today, more cosmetics companies are focused on developing safer products free from toxic substan ces (Kamriani, 2008, p 10). An overview of the Australian cosmetics and toiletries industry from Austrade reveals that at that place is room for the debut of natural products in particular. The Australian cosmetic and toiletries industry has domestic gross revenue of approximately A$5 billion per annum.Australian products grasp global conquest because of their story for being clean and green. We are also known for our natural and organic products. on that point is currently a growing demand widely distributed for natural skincare and body products and Australia has the advantage of already being recognised in this sector of the market (Austrade, 2009). But why the push for natural products? Chens evaluation of the Effectiveness of the pictorial Cosmetic return Compared to Chemical-Based intersection points, discusses the advantages and disadvantages of the natural cosmetic and the chemical-based product respectively.A go off conducted for this study revealed that out of the 87% of people that actually used cosmetics, 94% believed that chemical-based cosmetics would cause side effects. Natural cosmetics are made from raw materials, less damaging to the earth, and less harmful to the skin. However, natural cosmetics may contain plant-derived materials benefice to microbial growth and unless a few preservatives, if any at all, which means a shorter shelf-life. Chemical-based cosmetics comprise synthetic materials which achieve desired results quickly, but often at a price.According to a study by the North American Contact Dermatitis Group, preservatives are the second most common cause of allergic and irritant reactions to cosmetics (Chen, 2009). Consumer grease ones palms Intention for fundamental personalised Care Products examines the effects of consumer values and outgoing experiences on the purchase intention of organic products. As part of the study, an online survey was conducted with 207 panel members. The results indicated that enviro nmental consciousness and appearance consciousness controllingly influence toward buying organic or natural cosmetic products.The study suggested that retailers can develop effective marketing strategies emphasizing ecological beauty, product safety and affordable wrongs to increase the sale of organic and natural personal-care products (Kim et al, 2011). Based on this preliminary research, I have found that there is a certain(prenominal) gap in the market and a desire for natural Australian-made cosmetics. There is clearly a level of concern from the parents of the teens and tween that are so strategically marketed to and to succeed as a brand, Blossom would need to achieve the smooth factor for the tween/teen demographic to respond.However, to fully understand this target market and the objectives and strategies of competing cosmetic brands, primary research, including surveys, focus assorts and ethnographic studies must be carried out. * Amidon Lusted, M. 2009. Advertising to Children. ABDO Publishing Company, Minnesota. p 35-40. * Girlfriend Magazine. 2012. ONLINE. Girlfriend Magazine. August Issue. Retrieved fromhttp//au. youth. yahoo. com/girlfriend/ web log/galleries/g/-/14415833/2/august-2012-girlfriend-mag-sneak-peek/ * Murphy, C. 2008. New Girl Order Youth, Gender, and Generation in Contemporary Teen Girls Media.UMI Dissertation Publishing. * Cosmetics Business (2011)Childrens Market Doing It For The Kids. online Available at http//www. cosmeticsbusiness. com/technical/article_varlet/Childrens_market_doing_it_for_the_kids/61075. * Kamriani, F. 2008. Teens and Cosmetics Its Not Like It Used to Be. Hollywood Weekly, Iss. 10 p. 10. * Austrade. 2009. Cosmetics and Toiletries Overview. online Available at http//www. austrade. gov. au/Cosmetics-and-Toiletries-overview/default. aspx * Chen, Q. 2009. Evaluate the Effectiveness of the Natural Cosmetic Product Compared to Chemical-Based Products.International Journal of Chemistry, 1 (2), p. 57-59. * Kim , H. and Chung, J. 2011. Consumer Purchase Intention for Organic Personal Care Products. The Journal of Consumer Marketing, 28 (1), p. 40-47. TARGET MARKET RESEARCH In researching the target market of Blossom Beauty products, I designed two surveys, one for 10-16 year doddery young women and one for parents, and mothers in particular. The results of each survey indicated that all participants in the 10-16 year experienced group had been using cosmetic and skincare products since the ages of 10-14.In contrast to this are the survey results from the group of mothers, which indicated that participants had started using cosmetic and skincare products from the ages of 13-20. This demonstrates that a shift in the social acceptance of youth cosmetic use has created a potential gap in the market for such a product. On asking the 10-16 year old participants how they learnt to apply makeup, the majority revealed that it was their mother/family members that had taught them, with friends an d personal experimentation following closely behind.This shows that family members, in particular mothers, are most authoritative in cosmetic- tie in decisions for this age group. 10-16 year old participants chose Clinique, Maybelline, MAC, Chi Chi, bill and Natio as their favourite beauty brands, while parent participants chose Ponds, Australis, Bonne Bell, Clinique and Bobby Brown as their favourite beauty brands during ages 13-20. When asked what kinds of cosmetic and skincare products they used when they were younger, the majority of these participants chose meatliner, eye shadow, lipstick, mascara and pulverize, and few skin-related products, mostly from skincare brand Nivea.This contrasts with the majority of 10-16 year old participants who chose mascara, lip gloss/unguent and light foundation as their preferred products. These makeup products are such(prenominal) lighter than those used by their mothers when they were teens, revealing a change in product use and commonly used brands. In terms of skincare, 60% of the 10-16 year old participants carry out a daily skincare routine, that involves a cleansing or exfoliating face wash, toner and moisturiser, with most favoured brand, Clearasil. Whilst the above graph shows that 66. 7% of the 10-16 year old participants use makeup products public, 86. % admitted to not owning any natural cosmetic or skincare products. This reveals that there is a gap in the market for natural beauty products that are designed for everyday use. When asked which celebrities they considered most physically attractive, participants chose teen TV stars like Mischa Barton, Leighton Meester, Blake Lively and Selena Gomez, fashion icons like Lily Allen, Alexa Chung and Kate Bosworth and teen heartthrobs including Justin Bieber and Zac Efron. These celebrities are portrayed as stereotypically pretty and desirable, reflecting the sheer influence the media has on teen perceptions of beauty.The above graph shows that 64. 7% of paren t participants would expect to afford between $10 and $20 for their daughters beauty products. 52. 9% of participants would purchase their daughters beauty products from section stores, followed by 41. 2% who would purchase them from beauty-specific stores like Priceline, as shown in the above graph. When shop in the beauty/hygienics aisle of the supermarket, 88. 2% of parent participants and only 40% of 10-16 year old participants indicated that they would be more attracted to light, clean coloured packaging in uninfected or silver. In contrast, the results showed that only 11. % of the parent participants compared to 60% of 10-16 year old participants would be attracted to bright, loud coloured packaging in red or pink. 76. 5% of parent participants would allow their daughter to wear makeup every day, and 58. 8% believe it is appropriate for young women between the ages of 10 and 16 to wear makeup, however, a strong 41. 2% believe it isnt. Through analysis of these survey resul ts, primary and lowly target market characteristics have been identified. Blossoms primary target market of teens and tweens between the ages of 10 and 16 are inexperienced with cosmetic products compared to their mothers as teens.They are interested in using makeup, and require skincare products, but their mothers and family remain highly influential in their beauty-related decisions. The media, however, is also extremely influential in the decisions of this age group and a certain perception of beauty and what is considered attractive is based almost current celebrities. The mothers of 10-16 year olds who make up Blossoms secondary target market are key consumers as they are the ones who purchase their daughters cosmetic and skincare products.These mothers want natural products for their daughters, but at an affordable wrong. This target market wont pay more than $20 and expect to find these beauty products where they might buy their own. PART II MARKETING INTRODUCTION MACRO & MICRO environmental ANALYSIS POLITICAL The Advanced Association of Beauty Therapists (AABTH) have describe that as consumers are becoming increasingly wary of potential toxicity in cosmetics and toiletries, market segments offering fragrance-free products made using natural ingredients and essential oils are likely to record strong growth.While natural beauty products are in demand, there are strict guidelines based on the labelling of these products. The Australian aspiration and Consumer Commission enforce the labelling of cosmetic products under the Competition and Consumer mo 2010. There are mandatory labelling requirements for the labelling of cosmetic products manufactured in, or trade into, Australia. Ingredients, including colour additives, fragrances and perfumes must be listed on the container or the product itself. economicBlossom is primarily targeted towards young women between the ages of 10 and 16. However, as this market is often still financially dependent on their parents, we must take the pricing of our products into careful consideration. Many believe that the cosmetics industry is a box proof market because history has shown that women continue to spend on items that have the feel good factor and represent value for money, but in the case of spending money on children, we must consider how the recession has affected parents. REFERENCE) SOCIAL The AABTH have also reported that there has been continued growth in the youth segment (the teen and tween boom), which is thought to account for roughly 20 per cent of the overall cosmetics and toiletries market. It is believed that manufacturers and marketers may develop an increasing array of youth products that mimic their adult counterparts. Whilst the market for youth-focused cosmetics is booming, there is a great deal of controversy surrounding the exchange of make water to young women in particular.Young girls are constantly influenced by a overabundant core about physical appearanc e equating with worth and it has been shown that an over-emphasis on looks and attractiveness leads to negative body image, disordered eating, depression, anxiety and low self-esteem. While some cosmetic companies are setting unrealistic standards of beauty for their customers, Blossom is based on the idea of natural beauty and the empowerment of young women. The Blossom Mentor computer program for young women without role models is evidence of our efforts in fighting for a better result.TECHNOLOGICAL Recent studies have shown that 93% of teenagers 12-17 are onlinethe largest percentage of any age group, 73% of teens are on social networking sites and 75% of them own a mobile phone. The constant growth and popularity of technologies like the internet and mobile phones, combined with the immense influence the media has on young people is staggering. With such an online presence and a truly transient nature, its crucial for Blossom to tap into this younger generation of technology-sa vvy teens to remain current. rivalry ANALYSISCOMPETITOR 1 Bloom Cosmetics Bloom is an Australian beauty brand, based on Melbourne that was founded in 1993 by Natalie Bloom. According to the brands website, Bloom was born from Natalies packaging design hobby, which turned into a business and eventually a brand. The Bloom product lop in the beginning included Essential Oil Blends, Massage Oils and Aromatherapy Lip Balms and now features over 350 products including colour cosmetics, an 80-shade nail polish range, the Australian-manufactured Bloom Organics range and a public exposure range b collection by Bloom.Bloom is now an internationally recognised beauty brand and stocked across the globe (Bloom Cosmetics, 2011). Product look * Shadows * Liners * Mascara * Brow liners/gelsLIPS * Lipstick * Stains/tints * Gloss * Lip liners * BalmsFACE * root * color * Concealers/highlighters * Primer * Bronzing * BlushTANNING/BRONZING GELS/CREAMSNAILS * Polish * Accessories e. g. files, rem overSKIN * Organic body care & skincare * Organic accessories e. g. owels/bagsACCESSORIES * Wipes, sharpener, bags & brushesSince 2000, each Bloom product has featured the playful yet civilise Miss Bloom illustration, contributing to the youthful sensibility of the brand. Price The impairment point of Bloom cosmetics ranges from $10 for accessories, $20-$30 for lip, eye and nail products, and up to $40-$50 for body care, skin care and face products. This is a high(prenominal) price point in comparison with competing brands. mall Bloom products are acquirable from the Melbourne flagship store, Myer, David Jones and Target department stores as well as online. forwarding * Bloom blog * Facebook * Twitter * Youtube * Email subscription * Competitions * Collaborations * Childrens Hospital Foundation People * Specific selection of ingenious staff knowledgeable in beauty products in department & flagship stores. STRENGTHS * Huge product range * duplex collaborations * Series of awards won * Internationally recognised/stocked * Organics & diffusion ranges * sympathy support corporate citizenship WEAKNESSES * As a youthful beauty brand, selling tanners & heavy makeup doesnt set healthy example for young people. Quite expensive for young people & parents in comparison with competitors e. g. Kit, Maybelline, GeoGIRL * privation of information online OPPORTUNITIES * A youth focused/cheaper diffusion line or collaboration * Expansion and growth of international presence THREATS * electronegativity from parents * Competition from competing international cosmetic and skincare brands. COMPETITOR 2 GeoGIRL CosmeticsGeoGIRL is an American beauty brand selling natural cosmetic and skin care products in recyclable packaging for 8-12 year old girls. The GeoGIRL website explains that the brand was launched in 2011 by US department store Walmart. GeoGIRL products are natural, affordable and type for young, sensitive skin. The 69-piece GeoGIRL line features blush, m ascara, face shimmer and lipstick. Each GeoGIRL product comes with directions (GeoGIRL, 2012).Product EYES * Shadows * Pencil * Mascara * Brow gelLIPS * Gloss * Balm * Shine * TreatmentsFACE * Concealer * Tint * powderise * Blush/shimmerSKIN * Cleanser * Toner * Moisturiser/refresher * Remover * Body mist Price The price point of GeoGIRL cosmetics ranges from USD$4 to USD$6, relatively low in comparison with competing brands. Place GeoGIRL cosmetics are available online at www. drugstore. com. Promotion * Facebook * Youtube * Green tips association with environmental consciousness * Charity link animal shelters & endangered wildlife * Media e. . US magazines Seventeen, Marie Claire & Teen Vogue * Music video * Membership & competitions People * GeoGIRL has a FAQ page commit to concerned parents, which explains the monitoring of personal information & accounts by trained staff members. STRENGTHS * Wide range of media coverage * A percentage of net profit go to voted charitie s * How-to and music videos * Parents section of the website that addresses any concerns about the GeoGIRL products. * Customers can also sign-up to become a GeoGIRL to share their ideas online. WEAKNESSES * Only available online from a take part website called drugstore. com * Pricing for the products doesnt exceed $6 US dollars, portraying a cheap or low-quality brand image * The brand is only available to an American market * Website is inconsistent and some parts are abstracted OPPORTUNITIES * Expansion to an international market * Distribution into bricks and mortar stores * Further brand extensions or collaborations THREATS * Competing global brands * Negativity from parents & industry While Blossom Beauty will offer a smaller product range in comparison to Bloom and GeoGIRL, the price point will be higher than that of GeoGIRL to portray an image of quality and to cover costs, but lower than Bloom to remain affordable. Blossom will only be available to an Australian market t o begin with, but may expand globally to vie with brands like Bloom. Blossom will focus on youth-appropriate products and promotion like GeoGIRL but will maintain a sophisticated appearance and reputation like Bloom. Bloom Cosmetics (2011)Our Story. online Available at http//www. bloomcosmetics. om/cms-home/bloom-story. phps. GeoGIRL (2012)About GeoGIRL. online Available at http//geogirl. com/about. SITUATIONAL ANALYSIS STRENGTHS * Blossom Beauty produces 100% natural skin care and cosmetic products for everyday use * Each product comes with a set of directions * Blossom has recruited a famous effeminate celebrity ambassador to represent the brand * We support young women without role models with our Blossom Mentor Program * Blossom aims to collaborate with a major teen fashion brand * Our product is available online, in department and beauty-specific stores WEAKNESSES Blossom will only be available to the Australian market to begin with * We may have to produce offshore to remain competitive and cover costs * We are yet to achieve any media coverage OPPORTUNITIES * A focus on planet-friendly, cost-efficient packaging * Growth of customer base, with sustained loyalty past teen/tween years * Brand extensions into fragrance, body and hair care THREATS * want of control if manufacturing offshore * Risk of over-pricing products * Competing brands with established reputation and brand extensions * Negativity from parentsMARKET OVERVIEW OBJECTIVES & STRATEGIES Objectives Strategies * Position Blossom as a leading skincare and cosmetics brand, dedicated to the welfare of young women * Push the visibility of Blossom in the market through strategic promotional efforts Work with PR team to form a strong concept and consistent brand message communicated through campaign shoot to be featured in chick/Girlfriend magazines, buses, billboards and online 2-3 months before line is released. * Develop relationships with department stores e. g. MYER and David Jones, as well as beauty-specific store e. g. Priceline for distribution by June/July. * Launch line through event, coinciding with International Womens Day in June/July focus on mother-daughter relationship. * With the attention of web expertise, develop e-commerce website by June and maintain consistent brand message in social networking via Facebook, Twitter, Instagram, Tumblr and Pinterest. * Diversify Blossom from competitors * Achieve a positive reputation through association Identify key Australian female celebrities who are viewed as positive role models and represent the values of Blossom and reach out to them to secure a brand ambassador by early 2013. * Kick start Blossom Mentor Program and design school workshops by August. Connect with The Butterfly Foundation charity, work with PR team to publicise the program e. g. magazines, internet and POS promotion and get brand ambassador involved. * Build a loyal customer base that transcends teen years Align Blossom with youth-focuse d fashion destinations, online or in-store e. g. Factorie/ASOS etc and collaborate on a line as a goal towards the end of the year. * explore growing market and move into brand extensions by the beginning of 2014, prongy out into fragrances, bath & body or haircare. TACTICAL MARKETING PROGRAMS merchandise The Blossom Beauty range will consist of one cosmetic line and one skin care line.The all-natural cosmetic line will focus on the basics of natural beauty and will be made up of lip glosses, balms and tints, mix and match eye shadows, mascara, easy-to-use eye liner and eye crayons, mineral blush and cheek tint, mineral powder and tinted moisturiser, as well as a variety of makeup related tools including brushes, a case, mirror, sharpener and eyelash curler. The 100% natural skin care range will also be focused on the essentials, with a option cleanser, exfoliating facial scrub, nourishing moisturiser, toner and acne serum.Cosmetic and skin care products will look and nose o ut delicious in feminine coloured packaging and each will come with a brief set of instructions on how to achieve the desired result. PRICE Blossom beauty products will be priced anyplace between $15 and $30. This price point is slightly lower than competing brands to keep it accessible for teens and affordable for their parents as a secondary target market. The price may seem higher than other teen-friendly beauty products but only to cover the costs of natural ingredients and product tie-ins. PLACEBlossom products may have to be manufactured offshore in order for the brand to remain competitive. The products will be packaged in Australia and distributed to major department stores like Myer/David Jones, in beauty-specific stores including Priceline and online from our e-commerce website. PROMOTION Much like other known cosmetic brands, Blossom will have a strong commercial message presence. Blossom advertisements will be featured in print media (e. g. Dolly and Girlfriend magazin e) and outdoors, on billboards and on buses. Each advertisement will feature bright natural colours, youthful imagery and our brand ambassador.Blossom has chosen these promotional tools in order to connect directly with teens, tweens and their parents. That is why the brand will also maintain a strong online identity through social networking sites like Facebook and Twitter and the Blossom website that will include how-to videos, interactive quizzes and games, competitions and brand information. Blossom will also be promoted through collaborations with online and bricks and mortar shopping destinations and its Mentor Program for young girls. Each promotional method reinforces the brands message of the positivity of natural beauty and the empowerment of young women.PERFORMANCE ANALYSIS monetary Month Objective Budget Jan-Feb 2013 Brand ambassador chosen Market research conducted $6000 for focus groups$300 per personal interviews 6 interviews to represent different ages within tar get market $1800 Workshops designed March-May Campaign shoot $20,000 promotional activity Outdoor Bus/Billboard $20,000Magazine $25,000 Website design $10,000-$20,000 to build website10% of cost to build website per month for website maintenance Cosmetic and skin care line manufactured $20,000 June-July Launch event $20,000